What s in a name? www.intimis.com Kevin Mason Intimis 2.0 1

What s in a name? www.intimis.com Kevin Mason Intimis 2.0 1

What s in a name? Increased response rates of up to 300% Reduced marketing spend by up to 50% Radically reduced time to market www.intimis.com Kevin Mason Intimis 2.0 2

The need Joined-up dialogue marketing Definition: An on-going stream of communications, tailored, triggered by and anticipating customer behaviour Multi-channel Responsive, real-time automation Mass customisation Relevant Personalised www.intimis.com Kevin Mason Intimis 2.0 3

The dream One enterprise marketing system Manage Administer Build Deliver Report Analyse Optimise www.intimis.com Kevin Mason Intimis 2.0 4

The reality Most companies have a fragile eco-system of technology, channels and databases ERP CRM Sales automation Xcel spreadsheets and human beings! Multiple databases In-house, agencies etc Multiple delivery and measurement systems Email DM Advertising: broadcast, print, on-line etc Websites, microsites, affiliates SMS Call centre www.intimis.com Kevin Mason Intimis 2.0 5

Intimis is a modular dialogue marketing system born out of frustration with expensive, inflexible large scale CRM systems. We ve been developing this for over five years. Because our development has been driven by our customers, Intimis is designed to integrate and connect with the patchwork quilt of every enterprise s marketing eco-system. One size does not fit all! www.intimis.com Kevin Mason Intimis 2.0 6

Step one: identify and track the individual Personal URL Example: www.myacme.biz/fred.bloggs The Glue to track individual behaviour throughout your eco-system. Personal URL generation and tracking is the core module of Intimis No code or system changes required by you: Intimis tracks Independently, forwarding to any web-page you specify www.intimis.com Kevin Mason Intimis 2.0 7

What you need Robust architecture Personal URLs for tracking, reporting and CRM Any channel, any system, any web page Not just short run personalisation and microsites Architected for hundreds of millions of customer records Highest security levels Personal URLand PIN mechanisms Ability to handle sensitive customer data Pre-populated forms, transactional data etc Independently audited Secure web and database architecture Highest levels of back-up and disaster recovery www.intimis.com Kevin Mason Intimis 2.0 8

Step two: bolt-on modules where required A set of modular web-based tools that enable rapid, cost effective dialogue marketing solutions Companies are creating dynamic dialogue marketing campaigns Quick Smart Very Effective Ahead of the competition www.intimis.com Kevin Mason Intimis 2.0 9

What you ll need No software installation web-based ASP. Quick set up No initial IT involvement needed Benefit of regular system upgrades as core Complete flexibility for each customer instance to tailor to your needs Modules DM personalisation & print work flow Email personalisation & delivery Microsite personalisation, build & hosting Tracking, data analytics and reporting Campaign management Telesales/contact management dashboards www.intimis.com Kevin Mason Intimis 2.0 10

Optimise marketing performance 1-2-1 dialogue marketing systems: Generate personalised, 1/2/1 multi-channel communications Track and measure levels of audience engagement Learns from its data and tailors communications from what it s learnt Manage leads for sales conversion CAN DRAMATICALLY INCREASE RESPONSE RATES AND REDUCE TIME TO MARKET AND COST PER-LEAD www.intimis.com Kevin Mason Intimis 2.0 11

Do s and don ts Timing is crucial Recall on previous communications is short, especially email 12-24 hour telephone window before leads go cold DM and response creative principles still apply Personalisation alone will not make a bad piece of DM good Throwing the kitchen sink at a bad proposition still wont increase sales www.intimis.com Kevin Mason Intimis 2.0 12

Case Study: Inside Track www.intimis.com Kevin Mason Intimis 2.0 13

Inside Track Property Investment Services Education Seminars, Investment Property, Letting Services, Buy to Let Mortgages www.intimis.com Kevin Mason Intimis 2.0 14

The Challenge Improve response rates over existing long copy dm and email Hit or come under target cost per response www.intimis.com Kevin Mason Intimis 2.0 15

Strategy Lead with a personalised, single message Email-shot Second wave Email-shot promoting workshops in the area Final wave personalised DM www.intimis.com Kevin Mason Intimis 2.0 16

Strategy Move long copy to personal microsites with booking form (Personalised URL used in Email and DM for response) Track individual visits and feed respondents who haven t converted (Booked) into tele-sales for warm lead conversion Trial in London area www.intimis.com Kevin Mason Intimis 2.0 17

Email 1 Personalised Direct Smile creative Personalised web address Unique telephone number & Email tracking code (int1) www.intimis.com Kevin Mason Intimis 2.0 18

Microsite Click through to book Click through to case studies www.intimis.com Kevin Mason Intimis 2.0 19

Wave 2 Email Promotes local workshops Sense of urgency To non-responders of wave 1 www.intimis.com Kevin Mason Intimis 2.0 20

Wave 3 Direct Mail www.intimis.com Kevin Mason Intimis 2.0 21

Wave 3 Direct Mail To non-responders of email waves Same personal microsite fulfilment, tracking and telesales leads Same unique response telephone number, different reference tracking code (int2) www.intimis.com Kevin Mason Intimis 2.0 22

Web-based, real time results tracking dashboard Results tracked for each wave in real-time Responders (those who visit microsite) who don t book, fed into telesales for conversion www.intimis.com Kevin Mason Intimis 2.0 23

Web-based telesales lead management www.intimis.com Kevin Mason Intimis 2.0 24

Results Campaign increased response rate (course bookings) by 300% overall Cost per response under target by 50% www.intimis.com Kevin Mason Intimis 2.0 25

Results Click through/site visit rate doubled Microsite conversion rate 20% Telesales close/conversion rate 25% www.intimis.com Kevin Mason Intimis 2.0 26

Results Direct Smile/Personalisation doubled the click-through/visit rate Personal URL tracking/telesales lead management enabled the conversion of 25% more of the 80% who had visited but not booked www.intimis.com Kevin Mason Intimis 2.0 27

Results The results of the campaign were very impressive. Proctors used a new approach to integrated channel marketing. Personalisation was one of the significant factors responsible for generating consumer attention and interest, which they maximised through the Intimis personalised URL and lead management software John Pickles, Marketing Director, Inside Track. www.intimis.com Kevin Mason Intimis 2.0 28

Case Study: Picture Financial www.intimis.com Kevin Mason Intimis 2.0 29

Driven by a competitive consumer landscape Take the customer out of market as soon as possible Take the friction out of the application/buying process www.intimis.com Kevin Mason Intimis 2.0 30

From customer acquisition... www.intimis.com Kevin Mason Intimis 2.0 31

...through web applications... www.intimis.com Kevin Mason Intimis 2.0 32

...passed into a call centre queue... www.intimis.com Kevin Mason Intimis 2.0 33

...for pick-up by a Picture Consultant... www.intimis.com Kevin Mason Intimis 2.0 34

...who responds to you personally... www.intimis.com Kevin Mason Intimis 2.0 35

...data has been tracked and managed through to fulfilment.. Creative/Business rules Online media TV Press Website Call Centre A P P L I C A T I O N S INTIMIS Media tracking Volume/quality Application data management Call centre contact management Creative variability rules & tools Business rules Variable print output Print workflow Management reporting & admin A P R O V A L S Fulfilment Digital Print Client data systems www.intimis.com Kevin Mason Intimis 2.0 36

..removing the Friction from the Application Process. Up to 220 print variables enable tailored brochure style agreements, personalised to you and your consultant Pre-populated forms make it easy to sign & send Same day generation, print despatch and tracking all automated through intimis PICTURE ONE OF THE FASTEST GROWING COMPANIES IN 2006 www.intimis.com Kevin Mason Intimis 2.0 37 25 of 31

Case Study: IGEL www.intimis.com Kevin Mason Intimis 2.0 38

Previously with this client European DM campaign 18 Languages in 16 countries 3 job functions, 12 industry sectors Achieved 4x acquisition 9.8% overall (previous 1.5%) Halved acquisition cost Drove outbound telemarketing at 50% conversion www.intimis.com Kevin Mason Intimis 2.0 39

Current: IGEL Carbon Footprint Campaign A highly variablised global DM campaign driven by some simple data points and a scientific formula www.intimis.com Kevin Mason Intimis 2.0 40

Current: Carbon Footprint Campaign www.intimis.com Kevin Mason Intimis 2.0 41

Current: Carbon Footprint Campaign Personal microsite Proposition overview White paper downloads Webcast Click through to dotcom for specs Book a trial All behaviour on calls to action tracked for qualification and follow-up: Interested Strategically evaluating Detailed evaluation: close to decision Hot: trial booked www.intimis.com Kevin Mason Intimis 2.0 42

Current: Carbon Footprint Campaign Real-time reporting for campaign optimisation Leads scored and filtered for telesales follow up. Integration into Superoffice www.intimis.com Kevin Mason Intimis 2.0 43

Contact Kevin Mason kevinm@intimis.com Tel: 0117 944 4466 Mob: 07974 662 614 Content in any proposal or presentation, and in any associated or subsequent material produced, may well contain material in which intellectual property rights exist. Unless we have expressly acknowledged in writing that any intellectual property right originated with you, or have expressly in writing transferred any intellectual property right to you, then all such rights are reserved to Intimis Limited. In particular the rights in the systems, software, data structures, business processes workflows and models devised by Intimis Limited, including, but not limited to the Intimis system, for use in its services to clients are its legal property, as are rights in any text or visual material. No material or information in which those rights exist is to be reproduced, adapted, copied, or otherwise used in any form whatsoever. Intimis Ltd 2006-7 www.intimis.com Kevin Mason Intimis 2.0 44